Exclusive and Highly Sought After: Supreme
Supreme is well-known for its exclusivity and highly sought after releases. Founded in April 1994 Supreme was a brand that was non-commercial, catering for skate subculture.
The brand is known for its exclusivity with high demand but low supply, and no collection restock. This increases demand from resellers, with prices of garments and accessories rising to as much as 200% from the original retail price. On April 4th 2014 the Supreme X Nike collaboration collection dropped in New York. To date, it is the most memorable Supreme hyped collaboration with the highest figures of resales. The ‘Nike air foamposite one’ shoe resold close to $1000, but who is reselling and how are they creating such a profit?
Individuals of all ages are jumping on the ‘hype’ of re-commerce , re- selling bought new garments and accessories from new collaborations to fashionable collectors through a range of platforms such as eBay, and on social media's; most popularly, Instagram. Due to the company's exclusivity, customers of Supreme strongly desire possession of their unique pieces. But, how does Supreme deal with resellers? Much of Supremes success is due to exclusivity and hype surrounding limited dropped collections. This clever marketing strategy increases demand, meaning there is a consistent appetite for any line they drop.
In contrast, back in 2000, Supreme used the trademark pattern of Louis Vuitton, releasing a skate deck design incorporating the designer's monogram. The use of Louis Vuitton's trademark, incorporated into the Supreme line, resulted in a Lawsuit with the French label. Ironically, the two brands have officially collaborated, creating a highly sought after collection - one that 17 years prior, couldn’t be foreseen.
Along with resellers, Supreme must kept aware of counterfeit goods. Fake copies of collections are on the rise and widely accessible. Of course, we have all seen the stalls on busy London streets full of fake bags and purses - but, how do you tell from genuine and knockoffs? An instant sign of a fake item would be indicated by its quality of craftsmanship. Fake items would inevitably be of inferior quality, particularly in terms of the construction of the garments. Additional tell-tale signs would be incorrect information stating the production of the item, such as missing the ‘.’ between USA. With these as only basic examples, it’s important to keep hot on your toes, stay on the hype, and watch out for the latest releases.
Written by Abbie Weight
Image credits: https://static.highsnobiety.com